The Study For Brand Image Struetunes Of Tourism Native Products From Aba Tibetan And Qiang Autonomous Prefecture

Brand image is a consumer brand image perception(Cognition) associative(Motivation) Attitude (evaluation) and Also the brand or brand asset specific content. While While the United States Marketing Science Institute (MSI) think:Brand asset brand customers, channel member and a parent company for the brand and behavior,These associations and behavior can make the brand products than no name under conditions of greater sales volume and profit Also can give the brand more than competitors, durable, strong stability and unique competitive advantage. So this research thought the customer class, character, channels, enterprises are all factors influencing brand image.Then, these associations and behavior can make the brand products than no name under conditions of greater sales volume and profit, that is the product of the brand image and positioning.Brand positioning is to effectively establish a brand and the difference between competitors, in the minds of consumers occupy a out of the ordinary position, in the minds of customers formed a special significance.Therefore, in order to further create brand differentiation, enhance product market competition ability, the enterprise must strengthen the construction of product brand image dimension. This study from the brand image perception perspective, combined with the regional tourism destination image, that brand image difference is the core of regional Because the region is all natural environment and the social and cultural factors constitute the community characteristic of.That is to say the regional embodied is related to a region’s natural environment, cultural customs, way of life and the characteristics of various factors such as relative vector similarity.While tourism is the tourists to enjoy the natural scenery, cultural experience and custom process occurring in all relations, the relation is the carrier of eat, live, travel, shopping, entertainment, travel, and these vectors and tourists the sum total of relations is the tourism brand image. The transmission is not only a product, is more of a unique image and tourism products charm. As tourism products is the concept as a whole, is composed of tourism resources, tourism facilities, tourism services and tourist commodity and so on many kinds of factor combination, tourism products have both physical composition, also non-material component, it is a kind of complex products.So the research on tourism commodity as the breakthrough point, which has strong regional Abanative products as the research object.The tourism products are defined as:Aba Tibetan and Qiang Autonomous Prefecture of Sichuan Province (hereinafter referred to as the" ABA") Prefecture, tourists in the tourism process through legal means and legal operator transactions native resources, Specified in table2-4(part of native resources in Aba Prefecture).ABA of the tourism industry has become the dominant industry of Quanzhou economy, in the economic construction of Quanzhou play a decisive role in the. Since the "5.12" earthquake to the state’s tourism resources severely damaged the should strengthen the construction of tourism image of the ABA to weaken the tourism competitiveness. However, complex landform, and diverse climate, unique ecological environment, ancient customs, unique custom made ABA rich renewable resources. Based on regional image as the research background, the Aba tourism products as the research object. Based on the brand image of the various factors, soil products for brand positioning, allow tourists to buy native products for tourism purposes so as to drive the Aba Prefecture of rural tourism, the local economy, solve the employment of minorities, improve farmer quality, promote green consumption, the Tibetan and Qiang culture, realize rural propaganda. Let the ABA into many minority areas, numerous tourist attractions of the model; for the country to solve "3farming" problem a modest wreath.The paper adopts the way of empirical research, using literature analysis, in the domestic and foreign brand positioning theory and based on the summary of practical experiences, combined with the Aba tourism image and visit the site to brand image dimension as the guidance, the local specialty products for the brand structure of regional image, region, regional specialties culture, regional environment, the product competitive advantage and the current situation of investigation, experience, practice, and thus the theoretical framework for questionnaire design and survey, and then according to the ordinary product brand image dimension, the company brand image dimension summed up the Aba tourism products brand image dimension and the consumer market survey, the survey results descriptive analysis, factor analysis and " T test", according to the different consumer characteristics on various factors for verification and analysis.Based on field survey, questionnaire survey method, through the collection of relevant documents, electronic information and Internet information, the ABA existing native brand image factors to do a large number of carding and analysis, and to absorb and draw lessons from the relevant literature on the study of valuable points, then formed his own theory, summary the effect of Aba tourism products brand image factors, and by using the method of questionnaire investigation and statistics the combination, to summarize the dimension for verification and analysis. Through investigating discovery, enhance corporate brand image, increase sales force strength, strengthen the regional image of the publicity, good brand alliance, improve a product’s environmental and pay attention to product quality, broaden the channels, pay attention to consumer grade is the Aba Prefecture native tourism brand image construction key.The research for the construction of Aba tourism products brand image, in Aba Prefecture native life and Taobao monopoly ABA specialty products for the foundation of the practice, the integration of knowledge, no research in Aba tourism products brand image factors of context, for the future of research in this area the bedding, an embodiment of the present research in the perspective of innovation. In order to enhance the Aba tourism competitiveness, this research adopts logical deduction from brand to brand image to the tourism brand image, from the native brand image to the Aba tourism products brand image, a layer of depth, and combined with the experience of designing the questionnaire for verification, eventually, obtained the influence of Aba state tourism products brand image structure construction factors, and according to the factor load values were the order of importance. Through the data combined with the theoretical analysis, the present study beyond the traditional empty talk, and enhanced the Aba tourism competitive ability and constructing the Aba tourism products brand image of the theoretical research to complement and innovation. Also for the future of Aba tourism products research made a theoretical groundwork.